Maison Margiela Turns New York’s Starrett Lehigh Into a Six Room Emotional Lab For Its Scentsorium Collection
Maison Margiela Fragrances has introduced The Scentsorium Collection, a new haute parfumerie line of six genderless parfums unveiled through an immersive New York experience that turned the Starrett Lehigh Building into a walk through human emotions. The multi room installation invited guests to explore each fragrance as a distinct emotional state, where scent, sound and visuals interacted to make feelings feel almost tangible.
A new haute parfumerie chapter for Maison Margiela
With The Scentsorium Collection, Maison Margiela Fragrances moves decisively into haute parfumerie, positioning the line as a couture counterpart to its widely known Replica range. The collection is composed of six genderless fragrances, each described as a precise, almost surgical construction of ingredients designed to echo the house’s deconstructed tailoring.
The parfums are named Blaze of Stillness, Silent Fury, Anguish and Awe, Tender Defiance, Delight in Despair and Fit of Folly, and are framed as explorations of the relationship…
between emotions, raw materials and scent. Priced at around EUR 330 (USD 350) for 75 ml in Europe and up to USD 350 in the United States, the line clearly sits at the very top of the brand’s fragrance offer.
Motus Animi: six rooms, six emotions To celebrate the launch, Maison Margiela Fragrances staged an immersive event titled “Motus Animi” (Latin for “movements of emotion”) at the Starrett Lehigh Building in New York.
The industrial space was fully transformed into a six room walking exploration, with one conceptual room per parfum, each conceived as the physical manifestation of its corresponding emotional state. Guests moved through a “scenography of emotion” where: Olfactive elements(the parfum’s core notes) were diffused in space.
Visual installations from light, colour and sculptural forms translated the mood of each scent. Acoustic soundscapesamplified the emotional temperature, from calm to tension to euphoria…
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